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ASSESSMENT OF THE QUALITY OF MUNICIPAL SERVICES IN THE CITY OF TSHWANE, SOUTH AFRICA

Solomon Khale*

Abstract

The purpose of the study was to identify and quantify differential factors that undermine the quality of municipal services that are provided to residents of the City of Tshwane. Data was collected from a stratified random sample of size 1, 012 residents of the City of Tshwane. Stratification was done by geographical zone. Data was collected from respondents by using a structured, pre-tested and validated questionnaire of study consisting of 22 indicators of service quality. The questionnaire of study consisted of 5 dimensions of expectation and perception (reliability, assurance, tangibles, empathy and responsiveness). Each of the 1, 012 respondents in the study had to provide answers to 22 questions related to expectations plus 22 questions related to perceptions. As such, each of the 1, 012 respondents had to provide answers to 44 questions (22 questions on expectation + 22 questions on perception). Measurements of expectations and perceptions were done by using a 5-point ordinal scale. Face validity was used for ensuring validity. The Cronbach Alpha test was used for ensuring reliability and internal consistency. The expected and perceived quality of emergency services provided to the general public by employees of the City of Tshwane was analyzed by using SERVQUAL analysis. This was done by estimating gap scores (the average difference between expected and perceived scores).

The study found that 84.37% of respondents who took part in the study were satisfied with the overall quality of municipal services that were provided to them by the City of Tshwane. Only 15.63% of respondents were not satisfied with the overall quality of services provided to them. The study showed that most of the respondents had a positive perception on the quality of routine municipal services such as water and lights and waste removal by employees of the City of Tshwane. The study found that as many as 87.13% of respondents had a positive perception about the degree of commitment shown to them by employees of the City of Tshwane. Based on results obtained from SERVQUAL analysis, 20 of the 22 gap scores were found to be significant at the 5% level of significance. There were only 2 items (out of a total of 22 items) that did not produce significant gap scores. These 2 items were items 2 and 3 of the dimension on responsiveness. Item 2 of the dimension on responsiveness was an assessment on the degree of suitability of the equipment used by municipal employees for carrying out routine services. Item 3 of the dimension on responsiveness was an assessment on the degree of physical fitness of employees of the City of Tshwane for carrying out routine municipal services effectively. With the expectation of the 2 gap scores corresponding to these 2 items, all other gap scores (20 out of 22) were statistically significant at the 5% level of significance. Based on results obtained from factor analysis, the perception and expectation of respondents on the quality of municipal services that were provided to them were significantly influenced by 4 key predictors of perception. These 4 predictor variables were the degree of motivation of employees of the City of Tshwane at work, the ability of employees of the City of Tshwane to treat all customers with respect, the ability of employees of the City of Tshwane to provide adequate answers promptly to queries raised by customers, and the degree to which employees of the City of Tshwane were skilled on technical issues, in a decreasing order of strength. Similar results were obtained from logit analysis. The results showed that the perception and expectation of respondents were influenced by similar variables of study. Key words: City of Tshwane, Optimal Service Delivery, SERVQUAL Analysis, Factor Analysis, Logit Analysis *Emergency Services Department, City of Tshwane, Pretoria, South Africa 1 Introduction In the City of Tshwane, routine municipal services

refer to basic services that residents of Tshwane

expect in order to get on with their daily activities.

Such services mostly refer to water, light, emergency

and waste removal services as well as routine

maintenance of roads and buildings. They also refer to

billing and accounting services that are provided to all

ratepayers and registered businesses in the City of

Tshwane. The City of Tshwane provides health

related, policing, transportation and educational

Corporate Ownership & Control / Volume 13, Issue 1, Autumn 2015, Continued – 6

675

services to inhabitants of the city at an affordable rate.

This shows that ordinary residents and businesses rely

on the City of Tshwane for their routine operations

and survival on a daily basis. With regards to

businesses operating in the city, the City of Tshwane

provides sanitation and health inspection services to

businesses such as restaurants, hotels, cafeterias, food

processing and packing businesses and supermarkets.

A wide range of routine services are provided to

inhabitants of the City of Tshwane. Residents and

businesses must pay for such municipal services.

There are municipal bylaws that explain the terms of

services and responsibilities of residents of the City of

Tshwane. Services such as sanitation (both sewer and

refuse), water, the maintenance of streets, schools,

food inspection, fire and emergency services, policing,

ambulance, other health-related services as well as

transportation services are provided to inhabitants at

affordable rates. In some cases, some services are

provided by private contractors at the request of the

City of Tshwane. Such contractors are accountable to

the City of Tshwane, and must comply with service

level agreements (City of Tshwane, 2015).

The City of Tshwane has received qualified audit

reports from the South African Auditor-General

(2015) in the past several financial years. In some

parts of the City of Tshwane, residents have protested

against poor municipal service delivery. The protests

have been mostly about poor service delivery in areas

such as water services, power services and sanitation

services. The most prominent complaints were made

by people staying in informal settlements. They

demanded access to water services and sanitation.

Although the City of Tshwane does its best to address

the demands by residents for improved services, the

protests keep occurring from time to time. A number

of authors have examined the quality of municipal

service delivery in the City of Tshwane in areas related

to water, sanitation and electrical services as well as

financial services. Residents and businesses have

complained about inaccurate bills and statements for

municipal services rendered by the City of Tshwane.

The South African Constitution guarantees all people

the right to good municipal service delivery.

2 Background of study

The study was conducted against the background of

lack of studies in which the quality and reliability of

municipal services that are routinely provided to

residents of the City of Tshwane. The aim of the study

was to fill the gap by conducting an empirical study

designed for identifying and quantifying key

predictors of quality municipal service delivery in the

City of Tshwane. The Municipal Systems Act of 2000

(Act number 32 of 2000) clearly stipulates norms and

standards of municipal services for all South African

municipalities and local governments (South African

Government Communication and Information System,

2000). The Act states that municipalities are required

by law to render efficient, affordable and dependable

municipal services to all residents, businesses and

stakeholders. The Act also requires all municipalities

to develop feasible plans of actions that could be used

at times of emergencies and disasters.

3 Literature review

The ability to answer financial and account-related

queries from customers is critically important at

municipal level. According to Guner, Malmendier &

Tate (2008: 323-354) and Gompers, Ishill & Metrick

(2003: 107-155), municipal employees whose job is to

assist residents and ratepayers on financial matters

must have adequate skills on auditing, accounting and

resolving account-related queries from customers

speedily. Grant (2013: 114-135) has also made a

similar assessment on desirable skills municipal

employees must have. According to Frei and Harper

(2002: 253-267), it is beneficial to train municipal

employees on the use of electronic methods of

resolving financial queries from customers. The

authors argue that municipalities must keep updating

their methods of service delivery in order to catch up

with global advancements in the field of municipal

service delivery. The study conducted by Fernandez

and Rainey (2006: 168-176) shows that the ability to

provide adequate municipal services to customers is a

key requirement for attracting new business

enterprises. The authors have shown that there is a

significant relationship between the ability to deliver

satisfactory municipal services and the ability to

attract small, micro and medium-sized business

enterprises (SMMEs) in cities such as the City of

Tshwane. Fox (2006: 353-370) argues that SMMEs

are the principal creators of employment opportunities

in all economies of the world. The study conducted by

Dasanayaka and Sardana (2010: 50-70) has shown that

SMMEs can be used for the alleviation of abject

poverty and unemployment in municipalities such as

the City of Tshwane, and that the ability to attract a

large number of SMMEs depends upon the capacity of

municipalities to provide efficient and affordable

municipal services. Studies conducted by Elder &

Serletis (2010: 1137-1159) and Fenn, Gray, Rickman,

Vencappa, Rivero & Lotti (2010: 225-242) and Dunn

& Riley (2004: 437-438) have pointed out that large

municipalities must be willing to invest heavily on

infrastructure and the acquisition of modern methods

of service delivery as a means of ensuring adequate

municipal service delivery to all residents, businesses,

ratepayers and stakeholders.

Guidelines and procedures that could be used by

the City of Tshwane for the assessment of service

quality standards are stated by Parasuraman, Zeithaml

& Berrry (1985: 10-12; 1988: 16-23) and Parasuraman

(1998: 310-321). The guidelines proposed by the

authors have been followed by the South African

National Department of Public Service and

Administration (2012) and the South African

Government Communication and Information System

(2004) as Act number 32 of 2000. The Municipal

Corporate Ownership & Control / Volume 13, Issue 1, Autumn 2015, Continued – 6

676

Finance Management Act (Act number 56 of 2003)

was published by the South African Government

Communications and Information System (2004) with

a view to enable local municipalities to utilize

performance monitoring and evaluation indicators

published by the World Bank (2014) and the United

Nations Development Programme (2014, 2015).

Residents of the City of Tshwane and consumers and

stakeholders receiving municipal services from the

City of Tshwane have expectations on the quality of

service delivery they are provided with. A scientific

study must be made in order to assess how well such

expectations are met adequately by employees of the

City of Tshwane. The guidelines and procedures

outlined by Parasuraman, Zeithaml & Berrry (1985:

10-12; 1988: 16-23), Parasuraman (1998: 310-321) are

reflected in Act number 32 of 2000 and Act number

56 of 2003. This fact makes the arduous task of

assessing and evaluating the performance of

employees of the City of Tshwane objective and

scientific.

4 Objectives of study

The overall objective of study was to assess the degree

to which residents of the City of Tshwane are satisfied

with the quality of routine municipal services such as

the delivery of water, power, sanitation services,

policing, billing and account-related services, the

repair and maintenance of municipal roads and

buildings, health-related, educational services, and

emergency services that are provided to them by the

City of Tshwane.

The study was conducted in order to address the

following three specific objectives of study:

To determine the percentage of residents of the

City of Tshwane who are satisfied with the quality

of municipal services that are provided to them by

employees of the City of Tshwane;

To identify and quantify key indicators of service

delivery in respect of municipal services that are

provided to residents and ratepayers in the City of

Tshwane; and

To propose feasible remedial actions that could be

taken by the City of Tshwane as a means of

motivating employees who are responsible for

providing municipal services to residents and

ratepayers who live in the various parts of the City

of Tshwane.

5 Research questions

The study hopes to answer the following three

research questions:

What is the percentage of residents of the City of

Tshwane who are satisfied with the current quality

of municipal services provided to residents?

What are the key factors that are responsible

for poor service delivery in the City of

Tshwane?

What remedial actions could be taken in order

to improve the quality of routine municipal

services delivered by employees of the City of

Tshwane?

6 Statistical methods of data analyses

A random sample of size n=1, 012 respondents was

selected for the study from the various parts of the

City of Tshwane. Eligible respondents were selected

from the various parts of the Tshwane Municipality by

using stratified random sampling by region (North,

West, South, East, and Central parts of Tshwane

Municipality). Data was collected from each one of

the 1, 012 respondents of study who were selected for

the study on 22 indicators that are commonly used for

the assessment of service quality by the City of

Tshwane and other municipalities. Data was collected

from respondents by using a structured, pre-tested and

validated questionnaire of study consisting of 22

indicators of service quality. The questionnaire of

study consisted of 5 dimensions of expectation and

perception (reliability, assurance, tangibles, empathy

and responsiveness). Each of the respondents in the

study had to provide answers to 22 questions related to

expectations plus 22 questions related to perceptions.

As such, each of the respondents had to provide

answers to 44 questions (22 questions on expectation

+ 22 questions on perception). Measurements of

expectations and perceptions were done by using a 5-

point ordinal scale. Face validity was used for

ensuring validity. The Cronbach Alpha test was used

for ensuring reliability and internal consistency. The

expected and perceived quality of municipal services

provided to the general public by employees of the

City of Tshwane was analyzed by using SERVQUAL

analysis. This was done by estimating gap scores (the

average difference between expected and perceived

scores).

The questionnaire of study had 2 parts. In Part 1,

there were 7 questions about the personal

characteristics of the respondents who were chosen for

the study. In Part 2, there were 22 questions that were

used for gathering information on expectations and

perceptions with regards to 22 key indicators of

service quality in the provision of municipal services.

The 22 questions constituted the 5 dimensions of

expectation and perception on the quality of municipal

services that were provided to the general public by

employees of the City of Tshwane.

Reliability was assessed by using 4 indicators.

Assurance was assessed by using 5 indicators.

Tangibles were assessed by using 4 indicators.

Empathy was assessed by using 5 indicators.

Responsiveness was assessed by using 4

indicators.

Corporate Ownership & Control / Volume 13, Issue 1, Autumn 2015, Continued – 6

677

7 Dependent variable of study (Y)

A composite index was generated based on indicators

of service quality. This was done by following the

method introduced by (Bel, Fageda & Warner, 2010:

553-577). Accordingly, the dependent variable of

study was defined as a dichotomous variable (a

variable that can have 2 possible values only). Thus,

each of the 394 respondents in the study was allocated

a score for service quality. The dependent variable of

study (Y) had two possible values. These were

satisfaction or dissatisfaction with the quality of skills

development activities that were conducted by

Tshwane Municipality. In symbols, the variable Y had

two possible values:

otherwise

inadequateisqualityserviceifY

0

1

are independent or explanatory

variables that affect service quality (Y).

Six statistical procedures of data analyses were

used in the study. These were frequency tables, cross-

tab analyses (Pearson’s chi-square tests of

association), the two-sample paired t-test, factor

analysis, SERVQUAL analysis and binary logistic

regression analysis. The statistical package STATA

Version 13 (STATA Corporation, 2012) was for data

entry and analysis.

Frequency tables were obtained for each of the

variables Y and

Pearson’s chi-square tests of association

(Dawson & Trapp, 2004: 159-162) were

performed between the dependent variable of

study, Y, and each of the other independent

variables of study.

The two-sample paired t-test (Dawson & Trapp,

2004) was used for comparing pairs of related

samples (expected and perceived values).

Factor analysis (Field, 2013: 131-139) was used

for reducing the number of variables that had to

be analysed. This procedure is commonly

referred to as data reduction. Eigen values

obtained from factor analysis were used for the

screening of variables. The principal component

analysis method was used for extracting valuable

factors.

SERVQUAL analysis (Parasuraman, Zeithaml

and Berry, 1988: 12-37) was performed in order

to measure gap scores between expected and

perceived scores of service quality with regards

to 22 indicators of quality in the delivery of

municipal services carried out by municipalities.

In this study, SERVQUAL analysis was

performed by using a 5-point ordinal scale in

which the following possible answers were used

for measurement.

1. Strongly disagree

2. Disagree

3. Neutral

4. Agree

5. Strongly agree

The questionnaire of study is an adaptation of the

questionnaire of study developed by Badri, Abdulla

and Al-Madani (2005: 819-848) for a similar study.

To each of the 22 questions in this section of the

questionnaire, respondents were asked to provide an

answer that best described their personal experience

and view by circling the number corresponding to

their choice of answer (1, 2, 3, 4 or 5).

Binary logistic regression analysis

The measure of effect in logistic regression analysis is

the odds ratio (OR).

The outcome variable Y is dichotomous, and has only

2 categories. That is,

are a combination of k discrete

and continuous explanatory variables that affect the

outcome variable Y.

An estimated regression coefficient is denoted by ̂ .

In logistic regression analysis, a regression coefficient

is estimated for each explanatory variable included in

the model. In general, the binary logistic regression of

a dichotomous outcome variable Y on a combination

of k discrete and continuous independent variables

kXX ,....,

1is defined by the following logit

function:

kXXX ......,,,

21

kXXX ......,,,

21

otherwise

occurseventifY

0

1

kXXX ......,,,

21

kk

i

i

iXX

p

ppit ˆ.........ˆˆ

1ln)(log

110

Corporate Ownership & Control / Volume 13, Issue 1, Autumn 2015, Continued – 6

678

8 Results of study Table 1 shows frequency proportions that indicate the general characteristics of the participants of study. It can be seen from the table that 854 of the 1, 012 respondents who were selected for the study (84.37%) had a positive overall perception on the quality of services provided to them by employees of the City of

Tshwane. Only 158 of the 1, 012 respondents (15.63%) had an overall negative perception. The table shows that 56.62% of the participants of the study were male, whereas the remaining 43.38% were female. The table also shows that 49.01% of the 1, 012 respondents who took part in the study had lived in the City of Tshwane between 11 and 20 years.

Table 1. General characteristics of respondents (n=1, 012)

Variable of study Percentage

Overall perception of residents on the quality of municipal services

Positive: 854 (84.37%) Negative: 158 (15.63%)

Gender of respondents Male: 56.62%

Female: 43.38%

Age category of respondents

20 or younger: 16.90% 21 to 30: 31.42% 31 to 50: 33.20%

51 or older: 18.48%

Duration of stay in neighbourhood in years

5 or less: 36.17% 6 to 10: 6.62%

11 to 20: 49.01% 21 or more: 8.20%

Highest level of education

Matric level or less: 5.53% Certificate: 27.57% Diploma: 39.23%

Bachelor’s degree: 15.22% Master’s degree or above: 12.45%

Have you ever complained about poor quality municipal services that you received from the City of Tshwane?

Yes: 4.94% No: 95.06%

Marital status

Single: 28.16% Married: 37.85%

Divorced: 30.43% Widowed: 1.48%

Others: 2.08%

Job category of respondents

Business owner: 41.11% Government employee: 11.26% Private sector employee: 7.61%

Self-employed consultant: 22.73% Unemployed: 8.30%

Others: 8.99%

Table 2 shows 10 significant two-by-two

associations obtained from Pearson’s chi-square tests of associations. At the 5% level of significance, significant associations have large observed chi-square values and P-values that are smaller than 0.05. Significant results obtained from Pearson’s chi-square tests of associations (P < 0.05) showed that overall satisfaction with the quality of municipal services that were provided by the City of Tshwane was significantly associated with the perception of customers on the following 10 variables of study:

1. Employees respond adequately to all queries

promptly and with vigour 2. Employees are adequately equipped and skilled

enough to do their job well 3. Employees do not discriminate based on the

personal characteristics of people 4. Employees are prepared to provide assistance to

all members of the community under all possible circumstances

5. Employees are willing to assist all members of the community at all times

6. Employees are aware of the needs of all people who require their services

7. Employees are highly punctual and effective at what they do for the community

8. Employees provide individualized assistance and care to each person who needs their assistance

9. Employees are aware of the needs of all people who require their services

Corporate Ownership & Control / Volume 13, Issue 1, Autumn 2015, Continued – 6

679

10. Equipment used by employees are appropriate enough for routine operations

Table 2. Results obtained from Pearson’s chi-square tests of associations

Overall satisfaction with the quality of municipal services Observed Pearson chi-square value

P-value

Employees respond adequately to all queries promptly and with vigour

54.1154 0.0000***

Employees are adequately equipped and skilled enough to do their job well

51.0236 0.0000***

Employees do not discriminate based on the personal characteristics of people

48.2358 0.0000***

Employees are prepared to provide assistance to all members of the community under all possible circumstances

46.2105 0.0000***

Employees are willing to assist all members of the community at all times

41.2233 0.0000***

Employees are aware of the needs of all people who require their services

39.3619 0.0000***

Employees are highly punctual and effective at what they do for the community

36.2546 0.0000***

Employees provide individualized assistance and care to each person who needs their assistance

32.2258 0.0000***

Employees are aware of the needs of all people who require their services

31.2359 0.0000***

Equipment used by employees are appropriate enough for routine operations

30.0123 0.0000***

Legend: Significance levels at * P<0.05; ** P<0.01; *** P<0.001 As part of SERVQUAL analysis, comparison was

made among paired samples by using the two-sample

paired t-test. The comparison made was between the

perceptions and expectations of respondents on the

quality of municipal services that were provided to

them by employees of the City of Tshwane. All paired

t-tests were performed at the 5% level of significance.

At the 5% level, true average differences between the

two groups being compared with each other were said

to be significant if the P-value was less than 0.05.

True average differences between the two groups

being compared with each other were said to be

insignificant if the P-value was greater than or equal to

0.05.

9 Results from the Cronbach Alpha test of reliability and internal consistency The Cronbach Alpha test (Dawson & Trapp, 2004)

was used for ensuring reliability and internal

consistency in the measurement tools used for the

assessment of expected and perceived values from

respondents. Table 3 shows estimated Cronbach Alpha

coefficients for expected and perceived values. It can

be seen from the table that all estimated coefficients

for expected and perceived values by respondents

have magnitudes of 75% or above. It can also be seen

from the table that estimated coefficients for expected

and perceived values were fairly well similar with

each other. This shows that the tools used for the

assessment of expected and perceived values of the 5

dimensions in the study (reliability, assurance,

tangibles, empathy and responsiveness) were fairly

highly reliable and suitable for the purpose of the

study (Parasuraman, Zeithaml & Berry, 1988: 12-37).

Table 3. Estimated Cronbach Alpha coefficients for expected and perceived values

Dimension Number of items Coefficients for expected

values

Coefficients for perceived

values

Reliability 4 0.8011 0.8109

Assurance 5 0.7845 0.7902

Tangibles 4 0.7759 0.7784

Empathy 5 0.7616 0.7688

Responsiveness 4 0.7584 0.7596

Corporate Ownership & Control / Volume 13, Issue 1, Autumn 2015, Continued – 6

684

Table 3 shows estimated gap scores for expected

and perceived values. A gap score is defined as the

difference between the mean of perceived and

expected values (Parasuraman, Zeithaml & Berry,

1988: 12-37).

Gap score = Perception mean score –

Expectation mean score

where k

denotes the number of items used for assessment of

dimensions.

In this study, the statistical significance of gap

scores was assessed by using P-values obtained from

the two-sample paired t-test (Dawson & Trapp, 2004).

At the 5% level of significance, a gap score is said to

be statistically significant is the P-value is less than

0.05. If the P-value is greater than or equal to 0.05, a

gap score is said to be statistically insignificant. Table

4 shows gap scores estimated from analyses. It can be

seen from the table that 20 of the 22 gap scores were

significant at the 5% level of significance. There were

only 2 items (out of a total of 22 items) that did not

produce significant gap scores. These 2 items were

items 2 and 3 of the dimension on tangibles. Item 2 of

the dimension on tangibles was an assessment on the

degree of suitability of the equipment used by

employees of the City of Tshwane. Item 3 of the

dimension on tangibles was an assessment on the

degree of physical fitness of employees of the City of

Tshwane for carrying out municipal services

effectively. With the expectation of the 2 gap scores

corresponding to these 2 items, all other gap scores

(20 out of 22) were statistically significant at the 5%

level of significance. According to Parasuraman,

Zeithaml and Berry (1988: 12-37), the results show a

significant disparity between expected and perceived

values. As such, the City of Tshwane must make the

initiative to let stakeholders know more about the

municipal services that are routinely provided to the

community as a means of increasing awareness and

appreciation about the quality of services provided,

and to enable members of the community to utilize the

services optimally.

Table 5 compares male and female respondents

with regards to the 5 dimensions (reliability,

assurance, tangibles, empathy, and responsiveness)

based on group mean scores and P-values obtained

from two-sample t-tests.

It can be seen from the table that male and

female respondents differed significantly at the 1%

level of significance with regards to assurance values.

Table 6 compares 4 age categories of respondents with

regards to the 5 dimensions (reliability, assurance,

tangibles, empathy, and responsiveness) based on

group mean scores and P-values obtained from the

one-way Analysis of Variance (ANOVA) test. The

one-way ANOVA test is appropriate for comparison

as the number of age categories is more than 2, and

the variables of comparison are continuous (Dawson

& Trapp, 2004).

It can be seen from the gap scores of reliability

and responsiveness differed significantly by age

category at the 1% level of significance. The

difference with regards to reliability gap scores is

attributed to differences between age categories (21 to

30) and (31 to 40) based on a P-value of 0.028 < 0.05

obtained from Bonferroni’s test (Dawson & Trapp,

2004). The difference with regards to responsiveness

gap scores is attributed to differences between age

categories (20 or less) and (21 to 30) based on a P-

value of 0.000 < 0.05 as well as age categories (21 to

30) and (51 or above) based on a P-value of 0.003 <

0.05 obtained from Bonferroni’s test.

The Kaiser-Meyer-Olkin (KMO) measure of

sampling adequacy was used in order to test the

adequacy of the sample used for factor analysis, and

the test gave an estimated KMO value of 0.849 =

84.9%, a figure that is greater than 75%. This large

figure indicates that results estimated from factor

analysis for perception are fairly well reliable.

Bartlett’s test of Sphericity was used for testing the

adequacy of the correlation matrix, and gave an

observed chi-squared value of 1046.777 (very large

value) with 229 degrees of freedom (very large

degrees of freedom) and a P-value of 0.000 (a P-value

that is much smaller than 0.05). These estimated

figures show that the use of factor analysis for

identifying key predictors of perception is fairly well

justified and appropriate.

k

EP

scoregapAverage

k

i

ii

1

Corporate Ownership & Control / Volume 13, Issue 1, Autumn 2015, Continued – 6

681

Table 4. Estimated gap scores for expected and perceived values

DIMENSION Item EXPECTATION

MEAN SCORE

PERCEPTION

MEAN SCORE

GAP SCORE P-value

(P – E)

Reliability 1 1.378446 1.486729 -0.108 0.0000

2 1.302558 1.504429 -0.202 0.0000

3 1.296529 1.423322 -0.127 0.0000

4 1.281149 1.412654 -0.132 0.0000

Total 5.258682 5.827134 -0.568

Average gap score [Total of (P – E) / 4] 0.14211

Assurance 1 1.227654 1.325523 -0.098 0.0000

2 1.201155 1.341121 -0.140 0.0000

3 1.192245 1.323426 -0.131 0.0000

4 1.230524 1.314987 -0.084 0.0000

5 1.202646 1.392145 -0.189 0.0000

Total 6.054224 6.697202 -0.642

Average gap score [Total of (P – E) / 5] -0.1284

Tangibles 1 1.240012 1.400567 -0.161 0.0000

2 1.271359 1.363521 -0.092 0.0000

3 1.281456 1.308090 -0.027 0.0001

4 1.285677 1.387540 -0.102 0.0001

Total 5.078504 5.459718 -0.382

Average gap score [Total of (P – E) / 4] 0.09550

Empathy 1 1.284417 1.420608 -0.136 0.0001

2 1.215674 1.352642 -0.137 0.0000

3 1.194687 1.431257 -0.237 0.0000

4 1.220048 1.419080 -0.199 0.0000

5 1.192671 1.362358 -0.170 0.0000

Total 6.106945 6.985945 -0.879

Average gap score [Total of (P – E) / 5] -0.1758

Responsiveness 1 1.281456 1.482564 -0.201 0.0001

2 1.262328 1.362546 -0.100 0.0001

3 1.251169 1.435687 -0.185 0.0000

4 1.291567 1.552648 -0.261 0.0001

Total 5.086445 5.833445 -0.747

Average gap score [Total of (P – E) / 4] -0.1868

Corporate Ownership & Control / Volume 13, Issue 1, Autumn 2015, Continued – 6

682

Table 5.Comparison of dimensions with regards to gender based on t-tests

Dimension Mean score for male

respondents

Mean score for female

respondents

P-value

Reliability 0.229 0.212 0.4609

Assurance 0.163 0.287 0.0083**

Tangibles 0.104 0.096 0.8541

Empathy 0.229 0.212 0.6779

Responsiveness 0.196 0.218 0.5510

Legend: Significance levels at * P<0.05; ** P<0.01; *** P<0.001

Table 6.Comparison of dimensions with regards to age category

Dimension Mean score for

respondents 20

years old or

younger

Mean score for

respondents 21

to 30 years of

age

Mean score for

respondents 31

to 50 years of

age

Mean score for

respondents 51

years of age or

older

P-value

Reliability 0.112 0.124 0.279 0.212 0.0149*

Assurance 0.107 0.180 0.281 0.260 0.0566

Tangibles 0.004 0.078 0.164 0.120 0.0517

Empathy 0.150 0.228 0.235 0.250 0.4435

Responsiveness 0.088 0.306 0.211 0.127 0.0001***

Legend: Significance levels at * P<0.05; ** P<0.01; *** P<0.001

.

Table 7. Estimates obtained from the KMO and Bartlett's test for perception

Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy 0.849

Observed value of chi-square statistic for KMO test 1046.777

Bartlett's Test of sphericity Degrees of freedom 229

P-value for Bartlett's Test of sphericity Degrees of freedom 0.000

The principal axis factoring method was used for

estimating communalities for 4 influential predictors

of perception. Table 8 shows the communalities

estimated for the 4 influential predictor variables of

perception.

Table 8. Communalities extracted for 4 influential predictors of perception

Variable of study Extraction based on principal component

analysis

Employees do not discriminate based on the personal characteristics of

customers

0.701

Employees are aware of the needs of all people who require their services 0.684

Employees are highly punctual and effective at what they do for the

community

0.574

Employees provide individualized assistance and care to each person who

needs their assistance

0.536

Table 9 shows estimated Eigen values and percentages

of explained variation for the 4 key predictors of

perception. Based on results obtained from factor

analysis for expectations, the expectation of

respondents on the quality of municipal services that

were provided to them was significantly influenced by

4 key predictors of perception. These 4 predictor

variables were the ability of employees not to

discriminate among customers based on personal

characteristics, the ability of employees to be aware of

the needs of all people who require their services, the

ability of employees to be punctual and effective, and

the ability of employees to provide individualized

assistance and care to each person who needs their

assistance, in a decreasing order of strength. It can be

seen from the table that the cumulative variation

explained by the 4 influential variables is equal to

77.448%, a figure which is larger than 75%. This

indicates that the 4 extracted factors account for

variability in perception adequately enough.

Corporate Ownership & Control / Volume 13, Issue 1, Autumn 2015, Continued – 6

683

Table 9. Eigen values estimated from factor analysis for perception

Variable Eigen value Percentage of explained

variance

Cumulative

percentage of

explained variance

Employees do not discriminate based on the

personal characteristics of customers

2.889 30.119 30.119

Employees are aware of the needs of all people who

require their services

2.809 15.884 46.003

Employees are highly punctual and effective at

what they do for the community

2.771 15.449 61.452

Employees provide individualized assistance and

care to each person who needs their assistance

2.003 15.996 77.448

Table 10. Eigen values estimated from factor analysis for expectation

Variable Eigen

value

Percentage of

explained variance

Cumulative

percentage of

explained variance

Employees do not discriminate based on

the personal characteristics of victims

2.484 33.008 33.008

Employees are aware of the needs of all

people who require their services

2.339 22.356 53.364

Employees are highly punctual and

effective at what they do for the

community

2.226 21.989 77.353

Employees provide individualized

assistance and care to each person who

needs their assistance

1.859 7.648 85.001

Logit regression analysis (Hosmer and

Lemeshow, 2004) was used in order to identify key

predictors of satisfaction with the quality of

municipal service delivery. This procedure showed

that satisfaction in the quality of service delivery was

influenced significantly by 4 factors. In logistic

regression analysis, the measure of effect is the odds

ratio. At the 5% level of significance, significant

predictor variables are characterised by odds ratios

that differ from 1 significantly, P-values that are

smaller than 0.05, and 95% confidence intervals

that do not contain 1.

Table 11. Results estimated from logit regression analysis

Factors that affect the degree of satisfaction of

residents with the quality of municipal services Odds Ratio P-value 95% C. I. for OR

Motivation of employees at work 3.69 0.000 (2.17, 6.65)

Respect for customers 3.27 0.000 (2.05, 5.96)

Adequate and prompt assistance 2.48 0.000 (1.88, 4.89)

Skills on technical aspects of job 2.39 0.000 (1.86, 4.84)

Results obtained from logit analysis showed

that the degree of satisfaction of customers with the

quality of municipal services provided to them was

significantly influenced by 4 predictor variables.

These predictor variables were the degree of

motivation of employees of the City of Tshwane at

work, the ability of employees of the City of Tshwane

to treat all customers with respect, the ability of

employees of the City of Tshwane to provide adequate

answers promptly to queries raised by customers, and

the degree to which employees of the City of Tshwane

were skilled on technical aspects of their job. The

percentage of overall correct classification for this

procedure was equal to 86.33%. This shows that the

fitted logistic regression model is fairly well reliable

(Hosmer & Lemeshow, 2004: 129-132).

Personal interviews were conducted with five of

the respondents (one from each of the five

geographical zones of the City of Tshwane). Based on

the interviews conducted with the five respondents,

the following factors were identified as common

causes of dissatisfaction with the quality of municipal

services provided to residents and ratepayers.

Shortage of employees who are assigned to help

customers on service counters;

Lack of understanding of the business needs and

Corporate Ownership & Control / Volume 13, Issue 1, Autumn 2015, Continued – 6

684

priorities of business operators;

Inability to resolve queries over the phone;

Lack of respect for the Batho-Pele Principle by

some employees;

Lack of skills on auditing, bookkeeping and

accounting procedures that are necessary for

resolving financial queries in the municipality;

Lack of workplace training opportunities for

employees of the City of Tshwane;

Failure to use outside or independent bodies for

monitoring and evaluating the quality of

municipal services that are provided to customers

by employees of the City of Tshwane;

Failure to resolve complaints made by residents

immediately; and

Poor communications skills among employees

who are responsible for resolving queries from

residents, ratepayers and stakeholders of the City

of Tshwane.

10 Discussion of results

The study found that 84.37% of the 1, 012 respondents

who took part in the study were satisfied with the

overall quality of municipal services that were

provided to them by the City of Tshwane. Only

15.63% of respondents were not satisfied with the

overall quality of services provided to them. The study

showed that most of the respondents had a positive

perception on the quality of routine municipal services

such as water and lights and waste removal by

employees of the City of Tshwane. The study found

that as many as 87.13% of respondents had a positive

perception about the degree of commitment shown to

them by employees of the City of Tshwane. Based on

results obtained from SERVQUAL analysis, 20 of the

22 gap scores were found to be significant at the 5%

level of significance. There were only 2 items (out of a

total of 22 items) that did not produce significant gap

scores. These 2 items were items 2 and 3 of the

dimension on responsiveness. Item 2 of the dimension

on responsiveness was an assessment on the degree of

suitability of the equipment used by municipal

employees for carrying out routine services. Item 3 of

the dimension on responsiveness was an assessment on

the degree of physical fitness of employees of the City

of Tshwane for carrying out routine municipal services

effectively. With the expectation of the 2 gap scores

corresponding to these 2 items, all other gap scores (20

out of 22) were statistically significant at the 5% level

of significance.

Based on results obtained from factor

analysis, the perception and expectation of respondents

on the quality of municipal services that were provided

to them were significantly influenced by 4 key

predictors of perception. These 4 predictor variables

were the degree of motivation of employees of the

City of Tshwane at work, the ability of employees of

the City of Tshwane to treat all customers with

respect, the ability of employees of the City of

Tshwane to provide adequate answers promptly to

queries raised by customers, and the degree to which

employees of the City of Tshwane were skilled on

technical issues, in a decreasing order of strength.

Similar results were obtained from logit analysis. The

results showed that the perception and expectation of

respondents were influenced by similar variables of

study.

The key finding of the study is that 854 of the 1, 012

respondents who were selected for the study (84.37%)

had a positive overall perception on the quality of

services provided to them by employees of the City of

Tshwane. Only 158 of the 1, 012 respondents

(15.63%) had an overall negative perception. The table

shows that 56.62% of the participants of the study

were male, whereas the remaining 43.38% were

female. The table also shows that 49.01% of the 1,

012 respondents who took part in the study had lived

in the City of Tshwane between 11 and 20 years. The

results show that 33.20% of respondents had ages of

31 to 50 years. The percentage of respondents who had

ages of 21 to 30 years was 31.42%. The percentage of

respondents who were 20 years old or younger was

equal to 16.90%. The percentage of respondents who

were 51 years old or older was equal to 18.48%. In

terms of duration of stay in the City of Tshwane, the

results showed that 49.01% of respondents had lived at

the site of study for 11 to 20 years at the time the study

was conducted. The percentage of respondents who

had lived at the site of study for 21 years or more was

equal to 8.20%. The percentage of respondents who

had lived at the site of study for 5 years or less at the

time of study was equal to 36.17%. With regards to

highest level of education, the results showed that

39.03% of respondents had diploma level education.

The percentage of respondents who had certificate

level education was 27.57%.

Results obtained from factor analysis for

perceptions showed that the perceptions of

respondents on the quality of municipal services that

were provided to them were significantly influenced

by 4 key predictors of perception. These 4 predictor

variables were the ability of employees not to

discriminate among residents based on the personal

characteristics of customers, the ability of employees

to be aware of the needs of all people who require their

services, the ability of employees to be punctual and

effective at what they do for the community, and the

ability of employees to provide individualized

assistance and care to each person who needs their

assistance, in a decreasing order of strength.

Results obtained from logit analysis showed

that the degree of satisfaction of customers with the

quality of municipal services provided to them was

significantly influenced by 4 predictor variables. These

predictor variables were the degree of motivation of

employees of the City of Tshwane at work, the ability

of employees of the City of Tshwane to treat all

customers with respect, the ability of employees of the

City of Tshwane to provide adequate answers

Corporate Ownership & Control / Volume 13, Issue 1, Autumn 2015, Continued – 6

685

promptly to queries raised by customers, and the

degree to which employees of the City of Tshwane

were skilled on technical aspects of their job.

11 Recommendations of study

Based on findings obtained from the study, the

following recommendations are made to the City of

Tshwane with a view to maintain and improve the

current quality of municipal services that are provided

to residents, ratepayers and businesses that operate in

the various parts of the City of Tshwane:

It would be helpful for the City of Tshwane to

conduct awareness programmes about municipal

services that are offered in the various parts of the

City of Tshwane in order to enable the local

community to have a better understanding about

routine services that are provided by municipal

service providers and officials of the City of

Tshwane.

It would be beneficial for the City of Tshwane to

maintain the current quality of municipal services

in the next decade. To this end, senior employees

of the City of Tshwane should be encouraged to

mentor young and newly recruited employees with

a view to transfer their valuable skills and

operational expertise in the management of

municipal services.

It would be valuable to provide incentives to

current employees in the form of tailor-made

professional development training programmes so

that they maintain and improve their current degree

of commitment to their daily duties and

responsibilities. Relevant incentives would be the

provision of tailor-made training and skills

development opportunities on a regular basis.

Staff exchange programmes to other municipalities

locally and internationally would enable employees

of the City of Tshwane to share valuable skills and

expertise with fellow professionals, thereby

allowing them to make valuable contribution to

their field of expertise. Assessment of competence

should be conducted by the City of Tshwane on a

regular basis as a means of encouraging employees

to keep improving their suitability for the job that

they are performing at the moment. Operational

guidelines should be brought up to better level and

quality by local and international standards.

Exceptional leadership qualities and outstanding

achievement by ordinary employees of the City of

Tshwane should be acknowledged and rewarded by

the City of Tshwane as a means of up keeping

morale and commitment by employees and team

leaders. This recommendation is consistent with

global best practice in the field of duty. For

example, this practice has been promoted in the

City of New York following the September 2001

disaster in the City of New York. The same can be

done by the City of Tshwane.

Emphasis should be placed on Batho-Pele

Principles so that service providers and employees

show due respect and consideration to each

resident, ratepayer and customer who seeks

assistance from the City of Tshwane. Rewards

must be given to best performers in this regard.

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